Mindbaz Testimonials • Croq’Kilos

Croq Chose Mindbaz to Send Emails to Its Community

Over 500,000 French-speaking users receive messages from the leading weight-loss coaching company.

Originally an online weight-loss coaching platform, Croq’Kilos—now known as Croq—has expanded into new services. Its well-oiled email marketing strategy relies on the Mindbaz routing solution and a three-part action plan: acquisition, retention, and bringing subscribers back.

Based on recommendations from dietitians, Croq’Kilos offers coaching to help people relearn how to eat and improve their overall health. Nutritional education is at the heart of the Croq program.

Croq’Kilos: Weight-Loss Coaching to Rebalance Your Diet

Centered around this goal is a range of services featured on their website:

Coaching
Shopping lists
Menus and related recipes
And also a complementary fitness program: Croq’body.

Community

The Community: The Foundation of Croq’Kilos’ Strategy

Thomas Sanchez founded Croq’Kilos within the M6 group. He now leads the Croq’Kilos division:

“We have a very strong community that has grown significantly over the past three years. Today, it includes more than 500,000 people, along with 1.7 million followers on our Facebook page.”

“Our dietitians and the entire team share content tailored to our audience and the season. The goal is to stay as close as possible to our community’s expectations and make sure they feel supported.”

This community allows Croq to demonstrate the strength and effectiveness of its program.

equipe_produit_mindbaz_audit_client_croq_kilos_email

Esmé Perry

Acquisition Manager at Croq

Collect

Email Collection: Accelerating Conversion with a Healthy Database

Esmé Perry is in charge of the acquisition strategy to collect emails and grow their database.

“We collect through paid acquisition using several methods, including coregistration, co-sponsoring, Facebook Ads, and email marketing, among others.”

“We also have a natural acquisition strategy via the website.”

Discover different collection methods to grow your email list.

“Our dietitians regularly update the tips. The topic of the booklet also changes. To receive it, contacts provide their email address, which triggers a series of automated emails.”

Esmé also uses the app and the website to collect high-quality email addresses.

Adapting in Response to the Economic Crisis

“With the economic crisis, the number of leads is decreasing. Our audience is affected by inflation. We’re diversifying our collection methods and running a lot of tests.

For example, we launched an inbound marketing strategy, which I mentioned earlier as part of our natural acquisition. Through a pop-in on our website, we offer a free downloadable guide.”

quality

Turning Your Audience into Subscribers with a Well-Structured Email Strategy

Pauline Facon, Marketing Manager at Croq’Kilos and Croq’Body

“The conversion phase is relatively long for Croq’Kilos. It can take up to 18 months with a well-planned email series. That said, there are several types of emails that work very well.

Of course, promotional emails are the most effective. But I’m not a fan of 100% sales-oriented emails. Not only do they go against the values of Croq’Kilos, but our audience wouldn’t appreciate them either.

We systematically add tips and advice to these emails. It helps our audience feel that we’re supporting them, and it aligns with our editorial approach.”

A fully promotional email also tends to generate a high number of unsubscribes.

🔗Emailing : Save time by recyling content

(c)Croq’Kilos

loyalty

Email and High-Quality Content to Build Loyalty

“Our subscribers receive highly targeted and qualitative emails based on their profile. This includes curated recipe selections or editorial-style emails offering useful advice. We make our emails very human and give our dietitians plenty of freedom.

For example, for our Christmas email campaigns, Fanny personally communicated throughout the season to help our subscribers stay motivated.”

— Pauline Facon

“Email loyalty is a powerful lever. With an average open rate of 70%, the Croq’Kilos audience keeps coming back for more.”

Bringing Customers Back with Email

Pauline Facon is enthusiastic about using email strategy to re-engage former customers.

“They already know the basics of the program. They need fewer arguments than prospects. In fact, good timing is essential with them. We highlight new features and recent improvements.”

Croq’Kilos and Mindbaz: A Partnership Since Day One

Thomas, Pauline, and Esmé use the Mindbaz platform and API.

“We’ve always been Mindbaz clients. The customer service is really responsive and the sending cost is affordable.”

Next step for the Croq’Kilos team: testing SMS marketing.

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